Not all coaching is created equal. In fact, what most people call “coaching” is really just one version of a broader toolkit.
In a recent conversation, Berman Leadership founder Bill Berman explained:
“What we call coaching is actually just one of two different types of coaching out there.”
The first—and most familiar—is ICF-style coaching. This approach is rooted in facilitation. The coach’s role is to help the client uncover their own answers, set their own goals, and determine their own path forward. It’s non-directive, which means the coach doesn’t offer solutions—they hold space for the client to find them.
Then there’s performance coaching, also known as high-performance coaching. You see this approach in sports, performing arts, finance, and other high-stakes arenas. In this model, the coach takes a more hands-on role, combining:
- Skill development – Helping the individual improve specific capabilities
- Motivational support – Pushing them beyond perceived limits to achieve more than they thought possible
This type of coaching isn’t about drawing answers out—it’s about raising the bar.
At Berman Leadership, we believe both styles have their place. The key is knowing when to facilitate, when to guide, and how to meet leaders where they are.
Because sometimes coaching means listening. And sometimes it means pushing.
Learn how we help leaders grow with the right kind of support:
https://bermanleadership.com/our-approach